Changing consumer opinions will be challenging in a declining market. Increasing spending and production can also become an obstacle from management resistance and limited production capacity, respectively.…
In a business environment things change in the desire to improve and better themselves. That is why the need for change.…
Times have changed and needs have changed. Our customers needs have changed. As the economy grows our customers have more options of who to buy from. Our employees have more options as to which companies to work for. We want to be the company consumers want to buy from and the company that people want to work…
A brand makeover, or rebranding as it is called, is not something to take on lightly. "Rebranding or even the introduction of a new logo should be a sign of change within the company," says Charles Wrench, head of the London office of Landor Associates, one of the biggest branding agencies. "If that is not the case, then it is dishonest, a promise that cannot be kept . And it is expensive as well: bmi british midland’s total…
'In revitalising the brand, the goal is not only to generate added sales levels but to have…
BRAND NAME: SBI Bank has earned a reputation in the market over the period of time(Being the oldest bank in India tracing history back to 1806)…
The market has shifted. Earned attention is more valued than ever. And CMOs and consumers are paying rapt attention. In an age where anyone can say anything, brands must create an authentic, transparent and entertaining story with a smart and networked public. The success of a product, service, individual, business, organization, or even a city is based on being perceived as unique. Look at any market leader and it will find they each own a place in the consumer’s mind. They have positively differentiated themselves from the rest of the competition. Branding is creating that individual niche in the consumer’s psyche and owning it. More than just marketing, branding is the entire effect that creates a memorable identity. A successful branding program is also based on differentiating themselves as unique. Effective branding creates a perception that there is no other product, service, organization or community quite like yours. Whether the distinction is a result of function, form, ease of use, price or prestige, the consumer believes you offer something exceptional.…
My genuine gratitude to all the personnel and staff at Bank of Baroda, who in spite of their busy schedules spared their valuable time to willingly respond to my queries and helped me to gain an in-depth understanding of the processes…
The financial year 2007-08 will be remembered as a year of transformation in the history of the Bank, when the name of the Bank changed to Axis Bank from UTI Bank. The conviction that it was worthwhile to invest in building a brand that would solely be our own helped to create a distinct identity. The name Axis Bank connotes solidity and transcends geographical boundaries as we seek to become a multinational bank. The Bank was successful in establishing a new identity in the market in a short span of time.…
The world of entertainment is always demanding for something new and fresh. Instead of looking for a new talent, it would be more innovative to rebrand personalities from the industry that is no longer in the field of entertainment. Cynthia Kristina Kurleto, known as Cindy Kurleto, was to many people just a sexy figure. People would not buy such image anymore especially when there are better personalities in the industry who are in the present gaining a lot popularity and supporters.…
* Providing a context for guiding brand management and increasing customers’ and other stakeholders’ trust.…
Rebranding needs to be done in one single shot. You can’t take too long to do it. Once you start building a list of things which you require a change, it easily appears to run into a couple of pages. Paying consideration to the minutest particulars is also important. But what is more necessary is that all of these changes have to made overnight, without breaking down any of the essential services.…
Rebranding occurs when a product or service developed with one brand, company or product line affiliation is marketed or distributed with a new and different identity. It is usually more than simply a change in brand’s logo and other superficial changes and should involve radical changes to the brand name, image marketing strategy and advertising themes. In order to complete Rebranding, several areas should be reviewed including positioning, personality, cluster of values, logo, company, identity and vision prior to the building of a brand. Rebranding can take place for a new product, a mature product, or even developing products.…
The tool of 'Just noticeable difference (JND) can be used to advantage. Brand identity changes can happen for many reasons. In most recent cases, particularly Axis Bank and Vodafone, the identity change was all about a need for a new name to replace the old. In the first case, it was a statutory imperative and in the second, it was due to a change of ownership pattern. The key need is, however, to convey that the change is but a name change alone. Nothing else has changed. We are the same. Our reliability continues. The key points one needs to focus on in such changes are the link elements in terms of visual, aural and experiential imagery that the old brand enjoys in the minds and hearts of consumers. It is important to audit these points carefully and emerge with bridge elements that will continue in the new communication exercise. In such an audit that is consumer-centric, you could emerge with as many as 1,200-1,600 points that spell the meaning of the old brand to the consumer. You need to short-list from this by giving specific weightage to those points that must remain inalienable from the new identity you are about to convey…
However, once the brands’ existing positioning is no longer appropriate because of the internal or external factors, strategic repositioning should be launched to change the identity of the brands and products to the target markets is essential to maintain business health.…